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Swardlick Backs Produce for Better Health

BOSTON Swardlick Marketing Group has created a promotional campaign for the Produce for Better Health Foundation, a nonprofit group whose nationwide educational program teaches children the importance of eating fruits and vegetables.

Dubbed “There’s a rainbow on my plate,” the effort refers to the bright colors of healthy produce. Work breaks next week and involves more than 4,000 supermarkets and 12,000 elementary schools. The goal: encourage kids to eat fruits and vegetables from each of the five color groups: blue/purple, green, white, yellow/orange and red. The tagline: “5 a day the color way.”

Portland, Maine-based Swardlick designed in-store displays and items such as educational coloring books available with the purchase of the new Twistable crayons from PBHF marketing partner Crayola. The promotional budget for the program is $3 million.